Interactive Knowledge Discovery from Marketing Questionnaire Using Simulated Breeding and Inductive Learning Methods

Takao Terano, Yoko Ishino

This paper describes a novel method to acquire efficient decision rules from questionnaire data using both simulated breeding and inductive learning techniques. The basic ideas of the method are that simulated breeding is used to get the effective features from the questionnaire data and that inductive learning is used to acquire simple decision rules from the data. The simulated breeding is one of the Genetic Algorithm (GA) based techniques to subjectively or interactively evaluate the qualities of offspring generated by genetic operations. In this paper, we show a basic interactive version of the method and two variations: the one with semi-automated GA phases and the one with the relatively evaluation phase via the Analytic Hierarchy Process (AHP). The proposed method has been qualitatively and quantitatively validated by a case study on consumer product questionnaire data.

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